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4 Ways to Create Content Your Digital Audience Can’t Help But Consume


Nov. 5, 2019

These days, regardless of what industry you’re in, the best way to reach your audience is through digital content. The 2019 Q3 Global Digital Statshot report from Hootsuite and We Are Social perfectly illustrates just how big of a role digital content now plays in our lives. More than 4 billion people watch online videos on a monthly basis. Of those, more than half are watching vlogs. Approximately 39 percent of internet users now listen to podcasts.

Even once-traditional forms of media are now seeing an uptick in digital consumption. For example, Statista reports that The New York Times exceeded 2.8 million digital subscribers in early 2018. For marketers, there also remains considerable value in blogging. Of course, with so much media out there, it is easy for your own content to get lost in the mix.

That being said, there are a few tactics you can use to better reach and engage your audience:

1. Diversify your content offerings.

The more variety you can provide in the content you create, the better. Each member of your target audience is unique, and they may engage with the internet in different ways. Offering a variety of content increases your chances of reaching the entire group.

For example, a study from IDG noted that while over 60 percent of B2B marketers rely on case studies and white papers, other top content marketing options include webinars, videos and electronic newsletters. Even varying your blog content by adding infographics and other visual content can help make it more engaging and interesting to your audience.

2. Become a storyteller.

We are naturally drawn to stories — even in content designed for marketing purposes. Whether you’re sharing a personal experience or using a case study to make your point, telling an engaging story builds trust and engagement.

The story doesn’t just make your content more engaging, it also makes it easier to remember, which can pay big dividends in keeping your brand relevant. Use your brand’s mission and vision to help guide the types of stories you will tell when you create content.

3. Get personal when you create content.

There is much to be said for the value of personalization, particularly when trying to nurture a lead in industries that have a longer sales process. By giving your audience something that has been tailored specifically to them, you can form a more powerful connection that fosters continual engagement.

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